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What To Do When Old Marketing Methods Stop Working

By News Creatives Authors , in Small Business , at September 1, 2021

There’s no such thing as a constant in the world of marketing. The industry is constantly changing as consumer behaviors evolve. Therefore, marketing strategies need to change right along with the rest of it. A marketing method that’s working well one day might suddenly flop the next. It’s up to business leaders to keep a close eye on metrics and analytics so that they can adapt their marketing strategies accordingly. 

If you’ve noticed that a marketing method that was working brilliantly for you in the recent past suddenly isn’t effective anymore, it’s time to examine what changed and come up with a new method that will be equally as appealing as the old one. Here, 13 members of Forbes Business Council share their expert advice on what business leaders should do when old marketing methods no longer work as well as they did before. 

1. Think Back To The Basics

When old marketing methods no longer seem to be working, go back to the basics. Marketing is ultimately about getting the attention of people who have a problem that your business solves. Ask yourself two questions. First, “Where are they?” Go there. Secondly, “What questions are they asking about their pain point?” Answer them. People ultimately work with people they know, like and trust. – Nneka Unachukwu, EntreMD

2. Evaluate Your Products And Services

Evaluate your product and services and gauge your audience’s needs. There’s always room for improvement and discovering those gaps is the first step to closing them. – Rick Allen, Midwest Enviro Solutions

Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?

3. Create Something Fun For Customers

You’ve got to get creative. Your customers are bombarded with media, advertisements and tweets all day long. You’ve got to get creative by creating something fun for your customers to engage with and then being receptive to the feedback. But it all starts with being creative. – Marcin Zgola, Wage

4. Leverage A/B Testing And Analytics Tools

Conduct A/B testing and utilize web analytics tools to measure the results. Google Analytics, for example, is a great way to check the pulse of your company daily. It gives you insight into your customers’ behavior. Using that data, you can adjust your marketing strategy. – Kelley Higney, Bug Bite Thing

5. Implement Measurable Marketing Programs

“Working well” seems like a subjective perspective. I’d rather like to recommend that business leaders implement marketing programs that are measurable. Review and monitor engagement, conversion rates and so forth to see what works and what doesn’t, and benchmark against KPIs. Document strategies per channel, examine conversion versus investment and see if they meet business objectives. Repeat. – Natalie Lowe, The Orangeblowfish

6. Invest In Early-Stage Startups

Investing in early-stage startups allows me to stay informed on the latest trends. I then discuss these learnings with my team and brainstorm on ways to implement them. This is ongoing to ensure the marketing methods in place are always innovative and efficient. – Johan Hajji, UpperKey

7. Determine What Has Changed

Ask why, when and what has changed. Determine which market conditions and customer perceptions triggered the change. The product may still matter and demand may still exist, but your process may be clumsy and outmoded. Today, customers judge brands according to new criteria. Know what they are. Reconsider your model, and more importantly, the definition of marketing success in this new context. – Nuala Walsh, MindEquity

8. Visit Customers And Get Their Feedback

Visit customers and talk to them to get their feedback on the value proposition and level of customer satisfaction. Evaluate the competitive landscape to see if there are new competitors and/or existing competitors who provide additional value. Run a promotion campaign giving discounts for a limited time. Conduct customer round tables and do a customer conference or set of seminars. – Oded Agam, NextLeap Ventures

9. Use Social Media To Test New Tactics

Use social media of all kinds, from LinkedIn to YouTube, and test new tactics and strategies. Your market may have moved to social media, so you have to find them. Create and share content on social media—it’s free. If you find out the sweet spots and what makes your target audience react on social media, you will find new clients and reengage with existing ones. – Chris J “Mohawk” Reed, Black Marketing

10. Reconnect With Old Customers

Reconnecting with the old customers can bring in some sales and reconstruct your customer base. Marketing strategies often do not work out when your business lacks credibility. Reconnecting with loyal customers could help you gather some testimonials for new customers and gain their confidence. Try using trending strategies in your campaigns and make your approach more targeted. – Caroline Lee, CocoSign

11. Ideate, Innovate And Track ROI

Ideate and innovate. If something isn’t working, why stick with it? New marketing channels and tactics emerge on a daily basis as algorithms change and new platforms emerge. I am a supporter of testing and learning different tactics and closely tracking return on investment. That’s the only way to truly know what’s driving your business ahead. If resources allow, outside counsel is always valuable. – Muraly Srinarayanathas, Computek College

12. Align Branding With The Brand’s Future

It may be wise to address the branding and align it with where the brand position is now and where it is heading for the future. Benchmarking where the marketing is falling short against this may show where to improve. The marketing may be saying one thing and branding may be saying another. Assessing how the two align from where they have been to where the next steps may be is a wise move – Paul L. Gunn, KUOG Corporation

13. Align Marketing With Values And Vision 

The first step is to recognize that the world shifts more often than we admit. Get reflexive and make sure that your marketing aligns with your values and vision of the organization, is serving your audience and has the proper infrastructure to be consistent. – Kristen Donnelly, Abbey Research


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